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Beyond the Ad: Engagement & Likeability in Fast Food Advertising Strategies

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Research Objectives

  • To evaluate the script for new commercial for client’s brand.

  • Communication to be evaluated on the following parameters:

  • Spontaneous Associations & Likeability

  • Engagement & Enjoyability

  • Distinctiveness

  • Comprehension & Key Message Take Out

  • Recall of Script Structure and Progression

  • Connect and Relevance

  • Credibility

  • Fit with client’s brand/Impact on Brand Imagery

Target Group

  • Male and female

  • NCCS A

  • Age: 18-35 years (Split into 18-25 years, 26-35 years

  • College Students, Early Jobbers, Working Professionals

Approach and Methodology

Focus Group Discussion

  • With 8 people,

  • Lasting up to 90 minutes

  • At a Central Venue,

Sample Size: 12 FGDs

Market: Delhi, Mumbai & Bangalore

Usership

  • Regular user of Burgers – Burger King, Wendy’s, KFC, MacD etc.

  • Infrequent user of Burgers – Burger King, Wendy’s, KFC, MacD etc.

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